Archive for May, 2010
Written by Mhairi Petrovic, May 31st, 2010
There are social networks, professional networks, microblogs, video sites, events sites, blogs, photo sites… the list goes on and one thing is for certain, you can’t be on all of them.
It is best, in fact, to deploy social media marketing strategies that involve using only a select few of these tools in highly targeted ways.
How to decide which social media tools to use?
In order to ascertain which social media tools are best you need to know a few things – some good old market research is needed:
- Customer – if you don’t already know this then you should. Understand who it is you want to do business with and what it is that you do that solves a problem for them. Take some time to listen to what is being said about your company or industry in these forums. Doing so will help understand the online habit of your customers.
- Company – consider your organisation, its products or services and determine which media are most appropriate to showcase these. Consider too, the resources you have at hand (what are you and your staff great at?) and use these strengths to build your social media campaign.
- Convenience – where is the best place to reach your audience online? Which tools you use will depend on knowing this. For example, LinkedIn is great to reach business people, Flickr is a great place to showcase art, photography and design companies – you get the gist.
- Communication – always remember to be consistent with your messaging and branding. Your online brand and message should be consistent with your overall branding as well so as not to confuse. The goal here is to build community, so consider ways to communicate and interact online that will add value, encourage interaction and grow your following.
Take these four C’s into account and your social media marketing is more likely to hit the mark.
Written by Mhairi Petrovic, May 20th, 2010
In a world of never ending SPAM it’s a real challenge to create successful e-mail campaigns but not impossible. Email can still be a hugely valuable tool to reach your market and should not be dismissed. Here are some pointers to bear in mind when consider your email campaigns:
Tips For Effective Email Campaigns
- Avoid the hard sell – People get so much spam these days that if you try to sell to strangers via e, you’ll hit the junk file faster than you can say spam. Newsletters that add value are better than sales letters that harass;
- Keep in Touch – It is easier to keep an existing customer than to get a new one. Email is a great way to keep in touch with clients; to reinforce your brand; add value, to remind them you are here and to give them special incentives to do more business with you;
- Email Marketing Tools – use a tool that allows you to easily create and mail your newsletter to contacts. It is important to choose one that allows you track who opens, when they open, what they click on etc: this will allow you to assess whether your campaigns are working.
- Action – Use a call to action in the subject line – one that is brief, catchy, intelligent that will entice people to open the mail. I’ve noticed a lot of people use titles that are completely unrelated to the content of the mail – this, to me, is deceptive and not the actions of a company I would do business with;
- Unsubscribe – Always ensure there is an unsubscribe button or hyperlink in the content so that your mail is perceived as more professional and law abiding – just remember to delete those who unsubscribe from your mailing lists – always. Also, don’t make people jump through hoops to unsubscribe, just get it done without any annoying “are your sure” messages;
- Links - Drive them back to your website by including links to related articles or pages – you can then easily track click throughs to make follow up calls more targeted;
- Keep it simple stupid – The old adage applies here too: don’t add too many fancy images or graphics, it will just clog people’s mail boxes;
- Incentives - The body of the text should include some incentive to act, but don’t overdo it with too many calls to action – this will simply dilute your message and confuse the reader;
- Keep it Simple – War and Peace just isn’t appropriate in an e-mail. You newsletter should be short and to the point if you want people to read it;
- Think outside the box- email content should be unique and should tell your audience something they don’t know about your product, company, service, the industry or niche;
- Build your List – Encouraging visitors to subscribe online (add a subscribe form to your site); tell people about your newsletters in the real world and give incentives to readers to share with their colleagues;
- Don’t Over Do It – If you send out newsletters too frequently, there is a good chance that your open rate will decline and that more people will unsubscribe. Respectthe fact that people are busy and don’t overload their already heaving in boxes with even more stuff.
- Don’t SPAM – ever, ever. Always use valid e-mails from people you have actually met or who have given you business cards at events and shows. If you don’t its the fastest way to get an unsubscribe.
Written by Mhairi Petrovic, May 17th, 2010
Facebook is quickly becoming a major challenger to Google when it comes to web traffic. Not only can Facebook drive traffic to your website but the traffic it brings is more targeted, more likely to visit more pages and more likely to stay longer. This, combined with the fact that having a Facebook page can help you reach and communicate with new audiences, means that Facebook should be a major component of your social media strategy (especially if your audience is consumer).
Once you have created a Facebook Page for your organization the challenge becomes attracting an audience and getting people to “like” your page. Here are 10 tips that will help you do so.
Tips To Get More People to Like Your Facebook Page
1. Content - content is key to growing your following. If your content: adds value (by that I mean tells your audience something the didn’t already now) and stimulates conversion, more followers will come.
2. Website widget – add a Facebook widget to your website so that people can click from there to like your page.
3. Invite friends – use the suggest to a friend link to find and send invites to friends but be selective and only invite Facebook friends who might actually be interested.
4. Add your Facebook Page URL to your business cards. Once you have 25 Facebook “Likes” you can request a vanity URL like ours: http://www.facebook.com/outsmarts -which is much more concise and easier to fit on your cards.
5. Tell people – when you are networking both online and off, tell people about your page. If you use Twitter or other social networks, link and tell your followers in those forums too.
6. Update regularly – update your Facebook page regularly (refer to 1. when doing so!). You should update at least once a day but not so frequently that your posts become intrusive and annoying.
7. Place an ad – Facebook ads are highly targeted. Use them to spread awareness of your page with people who will be interested. You might be surprised as to how many new “likes” this will generate. You can also use Google adwords campaigns but this isn’t as effective.
8. Avoid selling – it is not good Facebook etiquette to simply use your Page for promotional purposes. Use the 20/80 rule and ensure that you only promote your company, products or services 20% of the time (focus the rest of your posts on adding value and building loyalty with your followers).
9. Make your Page Stand Out - use FBML to make your Facebook page more unique and attractive to potential new followers when they first pop by.
10. Promote your Page – make sure your Facebook Page URL is highlighted on all direct marketing and tradtional advertising vehicles, add “Like on Facebook” information to letters, packaging and shipping materials to spread the word in other media.
Written by Mhairi Petrovic, May 14th, 2010
In my last blog post about personal branding. which also appeared in the online Entrepreneurial Woman Magazine, I talked about how you can use social media to build your brand online. This post takes a look at the tools you should use to do so.
Tools To Use to Build Your Personal Brand Online
There are thousands of different social networks and social media tools out there. As busy people, we cannot have a presence in all of them (or we wouldn’t get any other work done) so its always a good idea to hone in on a few networks that best represent who you are and your goals from online professional networking perspective.
Who Are You?
The social networks you use to build your personal brand online will depend on who you are and what you are great at. For example, an artist, photographer or someone who has a visual presence should use a tool like Flickr or YouTube. An accountant looking to build awareness might use a professional network like Xing or Plaxo to spread awareness of what they do.
It is important, when considering which networks to use, to think about your resources and what you like to do. Someone with little time on their hands might choose to build the brand awareness and network on Twitter because you can do so in short burst of activity (140 words to be exact). Others who love creating videos will enjoy using a video site like YouTube or Vimeo to build their brand.
What are your goals?
Which social networks you use to build your brand will depend also on your goals. If you have a new business and you want to build awareness surrounding that then a networking tool for entrepreneurs like Biznik might be the best place to start. Real Estate agents might use ActiveRain whilst marketers might join Melcrum.
If you are making a move to a new location then find out which networks people there use – in the UK and Europe Bebo is one of the most popular social networks so you might want to consider building a presence there if a move across the pond is your goal.
Top Social Networks for Personal Branding
One of the most popular sites from a professional personal branding viewpoint is LinkedIn. It is the main professional network in North America and is the best forum to present your personal brand in a positive manner. Over 30 million users have used this tool to tell people more about what they do and to highlight the aspects that differentiate them from peers in their industry. LinkedIn gives you the opportunity to post your resume online and build communities around the people you have done business with in the past, those in your industry, with clients, partners and competitors.
From a social perspective, Facebook is by far and away the most widely used social network: practically everyone is on there these days and whilst many are using the forum from a purely social perspective more and more Facebook users are looking to build their professional brand there too. If you use Facebook purely for social networking, it is important to consider how your professional audience will perceive you there too.
Conclusion
When you have considered the points outlined above and determined which networks are most appropriate for you, refer back to some of the points on our previous blog post and always remember that recruiters, potential partners and clients will check out your profile – make sure it is appropriate.
Written by Mhairi Petrovic, May 11th, 2010
Social Media tools are great for building awareness of what you do, for reaching and connecting with new audiences, for building and maintaining your networks and for driving targeted traffic to your website. Social networks are communities of people that connect and communicate online based on something they have in common. It makes sense therefore that social media tools can help you to promote events such as seminars, networking opportunities, concerts and sales.
You can use social media to promote practically any event but doing so takes time and effort. Here are a few pointers to bear in mind that will increase the likelihood of your success in using these tools to sell out your event.
Target Your Audience
Don’t try to submit your event to each and every event site out there, instead choose sites that are targeted to attract the desired audience. For example, if your event is in Vancouver and use Vancouver events site. If your event is a social one then post it on a “social” network like Facebook but if it is aimed at professionals, then LinkedIn will be a good tool to reach your target audience. If your event is aimed at the tech community then check out Techvibes but if its music oriented then Oscillations might be a better choice. The point here is that like any other marketing or promotional effort, online events promotion should be very specifically targeted to your intended audience.
High Ranking Events Sites
Only list on events sites with a page rank of 4 or higher. The higher the ranking the better from a search engine optimization perspective and the more likely your audience will be to actually find your event. A great multi purpose events site is with a high ranking is MeetUp - with a page rank of 7. It is better to submit to a few sites that get tonnes of traffic than to submit to lots of sites that hardly get any visitors.
Submit Events Consistently
If you start using social media to promote events then you should be prepared to do so consistently. Choose 5 -10 highly targeted events sites with a high page rank and submit all of your events to these sites and do so regularly. You will begin to build a following in these forums and the last thing you want to do is to annoy them with intermittent and inconsistent listings.
Events promotion lends itself well to social media because the inherent nature of an event is social. If you follow the 3 tips above, not only will you drive more awareness of your events but you will also be able to tap into the nature of social communities. If people enjoy your events they will be more likely to suggest them to others in their online communities and so the buzz will build.
Written by Mhairi Petrovic, May 06th, 2010
Privacy and Social Networking
An article in today’s Vancouver Sun raises the Facebook privacy issue again: the article discusses the increase in bogus online identities and points out that many business individuals are steering clear of Facebook as a result.
Every time Facebook makes changes, like those we mentioned in yesterday’s blog post, the inevitable wave of hysteria follows. Whilst privacy is undoubtedly an issue, it shouldn’t be a reason to avoid social networks completely. Given that 400 million people (and counting) use Facebook, if you are in a professional role where building your network is part of what you do, then it is simply foolish to ignore Facebook completely.
How To Mitigate Facebook Privacy Concerns
Privacy is indeed a concern, as is identity theft, but if you take a few simple precautions when social networking you can really help limit the risk of these eventualities actually transpiring. What better a time then to review some simply steps you can take to mitigate these concerns:
1. Use the privacy settings (in Facebook click on settings at the top right hand side of your screen then privacy) to make sure that your personal information such as date of birth, home address, email etc are not there for all the world to see – dont want to encourage identity thieves or spammers do we?
2. Off the Wall – dont use peoples wall to communicate personal information or communications. If it is longer than a couple of sentences take it to Facebook email.
3. Remember that the first thing recruiters do these days is to check out candidates on Facebook. If you intend on ever applying for another job you should be cognizant of this. Boasting about your drinking prowess to the world will not land you that coveted job. Always do the granny test, be careful of what you post and again use the privacy settings accordingly.
4. Be authentic – upload a profile picture so that people can see that its really you – or what you look like after all these years, as the case may be.
5. Be selective about who you add and which pages you like. Dont add every TD&H who invites you and remember what mother said about strangers! Seriously though, being selective about who you connect with gives you more control if safety is a concern: this is not about quantity – it is about quality.
6. Never Buy Friends or Followers – never use sites that promise you thousands of new followers or views. There is always a catch. (Thanks to the a forementioned Sun article for that one!).
7. Be respectful and dont use profanities too much – you never know when someones kid is watching over there shoulder (take it from me – this happens a lot!).
8. Be true to who you are. Transparency is key to effective social media participation. Dont try to present yourself as something or someone you are not. Imagine how embarrassing it will be when someone crawls out of the woodwork and points out the truth – to everyone.
9. Say It - If it is not worth saying out loud, it is not worth saying on line. This is a good mantra to bear in mind when considering your status updates.
10. Block Em – If someone is rude to you in comments or on your wall, you can block them. Again go to settings, privacy and scroll down to Block List to do so.
11. Applications – you should be aware that most of the games and applications on Facebook are from third party companies you know nothing about and are often set up for the simple purpose of collecting you marketing info. Once you add the application, they have access to your information. Be wary of which applications you add and again use the privacy settings to control this.
Thanks to Tailor Ransom for the great Flickr image!
Written by Mhairi Petrovic, May 04th, 2010
Facebook is changing – again. Here is a resume of recent Facebook changes – to keep you abreast of the latest developments with the popular social network.
Facebook Fans
Alas, Facebook Fans are no more. You can no longer become a “Fan” of a Facebook Page but you can “Like” one. Instead of the “Become a Fan” button you now click its replacement, the “Like” 
button 
if you like a Page and want to tell the world.
Overall functionality remains the same and apart from the wording, the only difference is that you will see a breakdown of which of your friends “Like” a page as well as the overall “Like” count. Apparently people are more likely to “Like” something than become a “Fan” of it.
There has been some controversy over the fact that your profile image appears in the “Like” section of a Page without consent so perhaps people will be less likely to “Like” than to “Fan” after all – only time will tell.
Facebook Events
Facebook this week announced that it was making it easier to post events. You will still be able to create events as before by clicking on the tab on the right hand of your profile but in addition to this you will be able to quickly create events on the right hand side panel too. To do so, click on “What are you planning” on the “Events” panel on the right to quickly begin entering information about your event and to invite your friends.
Facebook Insights
Facebook Analytics
Facebook Insights allow you to track the effectiveness of your Facebook page. If you have a Page already, you might have noticed that a few weeks back you started getting a weekly email “Your Weekly Facebook Page Update” informing you the number of fans, wall posts and visits to your page. Click on the link to view the the data in more detail. You can also do this in Facebook by going to any page you manage and clicking “insights” (below information on the left hand side panel). You can view graphs showing interactions,posts, reviews and so on as well as gaining valuable analytics on demographics such as sex and geography.
This is perhaps the most important change to Facebook recently as it allows you to determine whether your page is effective and to allow you to ascertain what can be done to improve it. You can even export the data to CSV for further analysis if you so choose.
Related posts:
Recent Facebook Changes
